WYFF is the NBC affiliate for the Greenville/Spartanburg, S.C./Asheville, N.C. market, broadcasting from Greenville on digital channel 36, displayed as virtual 4. Its subcarrier on 36.2, airs Movies!

The station signed on in 1953 as WFBC/channel 4 (analog), owned by the News-Piedmont publishing company. It has been an NBC station from the get-go, although it would black out many NBC daytime and Saturday morning shows (which would be picked up by WAXA/channel 40 out of Anderson, S.C. WAXA is currently My Network TV affiliate WMYA). During the occasional atmospheric propogation and sporadic E-skip, WFBC's signal could be seen as far west as the eastern suburbs of Atlanta, some 130 miles away.

Pulitzer Publishing took ownership of the station and changed calls to the current WYFF. Hearst-Argyle bought the station in 1999.

WYFF began digital transmission on channel 59 in 1999. It moved to 36 (and its subcarrier to 36.2) on June 12, 2009.